THE PROBLEM
Love Columbia, in Columbia, Missouri, needed a solution to reach high level donors. They needed a brand identity outside of their current system to target this specific demographic. Their current identity speaks more to a broad audience, being playful, whimsical, and using a rounded typeface that lacked the stability and foundation these people need to see. They also need something like a booklet or presentation to present to these folks when meeting with them in person. Something that could build trust.
THE Solution
Create an identity system that could be used to target these individuals. Using symmetry, stability, and a strong primary typeface. This would give authority and prestige to a brand that lacked this strong foundation, establishing trust with this new audience of people. With this new identity created, I developed a “Heartbeat” presentation deck and saddle-stitched book that met the high-level givers where they were at. And they were able to see an identity that seemed trustworthy and stable, knowing their money would be put to good use to feed and house the homeless/ This “Heartbeat Campaign” for Love Columbia has now raised over 1-million dollars.
